WBAL-AM grabs listeners with O's, campaign

October 13, 1992|By Steve McKerrow | Steve McKerrow,Staff Writer

Seemingly everyone was listening to Baltimore Orioles games or talking politics on the radio this past summer. The surprisingly strong performance of the Birds and the presidential election campaign put radio station WBAL-AM (1090) in first place among local stations in the most recent listener ratings.

The news-talk station, which carried all Orioles games as well as selected CBS Sports broadcasts, scored a fat 10.2 share among viewers 12 and older in summer ratings by the Arbitron Co. (Each share point represents about 3,600 listeners in an average quarter-hour.)

"This is the highest share we've had in more than a dozen years," said WBAL's vice president and general manager, Jeff Beauchamp. And he noted the station's "cume," a measure of the number of people who tune in for at least a quarter-hour during an average week, was also high, at 501,300.

"What that means is that one out of four residents tuned into WBAL in a week," Mr. Beauchamp said.

He attributed the overall strong performance to three factors: baseball, a top-rated morning drive-time show (with a 12.7 share/301,000 "cume") and the presidential election.

During baseball games, WBAL scored an 18.6 share/232,000 "cume," meaning almost one in five radio listeners tuned in.

Country music station WPOC-FM (93.1) remained in second place. Oldies station WQSR-FM (105.7) and adult rock station WIYY-FM (97.9) each improved a notch, to fifth and sixth respectively.

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